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Here are five charts that size social network usage on a worldwide level by platform and by country and region.

Temu also recently launched in Vietnam, Thailand, and Brunei; the first two markets rank among Southeast Asia’s fastest-growing countries for retail ecommerce sales. Our take: Temu can’t outrun its regulatory issues, particularly if it’s trying to build an overseas business robust enough to counteract the headwinds parent company PDD Holdings faces in China.

Asia-Pacific is key to TikTok’s growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

Sustainability awareness is high in Asia-Pacific, where the majority of consumers are open to spending more on eco-friendly products. How can brands and retailers capitalize on the green opportunity—while also doing good for the environment?

Last year, four of the 28 markets we break out saw negative growth (Hong Kong, Singapore, Thailand, and Chile), and Germany was essentially flat. This year, every country will grow ecommerce sales by at least 3.0%, as the trend of economic stabilization cascades around the world. The US, China, and Western Europe lead the rest of the world in total sales by a wide margin.

But in Thailand, seven is unlucky because the seventh month of the year is the ghost month. That's when the dead are said to rise from hell and visit Earth, so not always a lucky number. Paul Verna (03:52):. That seems to happen pretty much every month in the US. Marcus Johnson (03:58):. Where do you live, Paul? Bill Fisher (04:02):. Half of this month. (04:02):. Another number, 13, unlucky, right?

That's why it might feel like we're further behind it in the US, the UK, than we should be is because if you look at this chart here, you can see that over 90% of folks in China, Thailand, Colombia, India, a lot of countries have bought something via social commerce. That's compared to just 53% of people in America and about similar share in the UK as well. It's from 2024 research from VML.

In 2023, Thailand and India will lead the region with 6.8% and 6.0% growth in digital video viewers, respectively. Three Asian countries occupy the global top five for digital video viewers. China, India, and Indonesia are No. 1, No. 2, and No. 5 worldwide in terms of total digital video viewers, respectively—though penetration is highly uneven in the region.

India, the Philippines, Indonesia, Malaysia, and Thailand are just a few of note. Digital advertisers would do well to pay close attention to these markets.

Respondents were from Argentina, Australia, Austria, Brazil, Canada, China, Czech Republic, France, Germany, India, Italy, Malaysia, Morocco, Netherlands, Nigeria, Poland, South Africa, Spain, Sweden, Thailand, Turkey, UAE, UK, and US.

Southeast Asia most commonly refers to the 10 members of the Association of Southeast Asian Nations (ASEAN)—Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam—and sometimes also includes East Timor and Papua New Guinea.

TikTok has already overtaken Instagram in Thailand and Vietnam, and the apps are neck and neck in the Philippines. Meanwhile in China, the difference in users on Douyin and WeChat will be negligible by 2026. (Note: Our data on WeChat is based on an earlier forecast from July 2022.). Behind the Numbers.